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1 How to Get the Most From Pay Per Click Marketing Mike Volpe VP Inbound Marketing HubSpot

2 Outbound Marketing Annoying Salesperson

3 Inbound Marketing Blog SEO Social Media

4 Rethinking Marketing Outbound Marketing Telemarketing Trade shows Direct mail blasts Print ads TV/radio ads Interruption Inbound Marketing SEO / SEM Blogging Social Media RSS Free tools/trials Public Relations Permission

5 Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

6 PPC & Inbound Marketing

7 Caution: MATH Flickr: akisra

8 Is PPC Inbound Marketing? YES Not interruptive Permission based Leverages search NO Not building long term asset Expensive Not a sustainable business advantage

9 PPC vs. SEO PPC = Liposuction SEO = Working Out Fast & Easy More Time and Effort Expensive & Temporary Less $ & Long Lasting

10 PPC Math SEO Math

11 PPC vs. SEO

12 PPC s Place in Inbound Marketing Fast feedback Don t get addicted! Test conversions by keywords Promote short term events Test new products / markets

13 PPC Overview & Tips

14 The PPC Lead Generation Process 1. Ad Impressions x [Click Through Rate (CTR)] = 2. Clicks (website visitors) x [Conversion Rate] = 3. Leads

15 PPC Math Tutorial

16 How Much to Bid Bid as much as you can afford, based on your value per lead. There are a bunch of more advanced bidding strategies that we will not discuss today.

17 Getting More Out of PPC 1. Click Through Rate (CTR) Your Ads 2. Conversion Rate Your Landing Page 3 I t ti k d d d 3. Interactions among keywords, ads and landing pages

18 Getting More Out of PPC 1. Click Through Rate (CTR) Your Ads 2. Conversion Rate Your Landing Page 3 I t ti k d d d 3. Interactions among keywords, ads and landing pages

19 Testing Different Ads Use keywords in the ads Dynamic keyword insertion Put together ads from component pieces Test certain words like free or download Look at other ads from competitors

20 Improving CTR

21 Dynamic Keyword Insertion Search is for inbound marketing software {keyword} = inbound marketing software {Keyword} = Inbound marketing software {KeyWord} = Inbound Marketing Software Use default words {KeyWord:The Default Words Go Here} Required in case search phrase is really long or there is an error

22 Match Type Broad match Your ads could also show for singular/plural forms, synonyms, y and other relevant variations Phrase match (enter keyword with quotes) Ad [is] eligible to appear when a user searches [your phrase] with other terms before or after the phrase Exact match (enter keyword with brackets) Ad [is] eligible to appear when a user searches [your phrase] without any other terms in the query.

23 Improving CTR Iterative process Test refine Test, refine, repeat

24 Getting More Out of PPC 1. Click Through Rate (CTR) Your Ads 2. Conversion Rate Your Landing Page 3 I t ti k d d d 3. Interactions among keywords, ads and landing pages

25 Keep it simple & short Limit navigation Must have a form! Landing Page Tips Align it with the keywords and ads Make sure conversion tracking is set up Free Webinar on Landing Pages lead generation archive/

26 Getting More Out of PPC 1. Click Through Rate (CTR) Your Ads 2. Conversion Rate Your Landing Page 3 I t ti k d d d 3. Interactions among keywords, ads and landing pages

27 State of mind of the searcher Keyword Bid: Marketing Keyword Searched: Marketing Soft Drinks Ad Displayed: Internet Marketing Kit Click through is unlikely

28 State of mind of the searcher Keyword Bid: Internet Marketing Keyword Searched: Internet Marketing Ad Displayed: Internet Marketing Kit Landing Page: Branding Webinar Conversion is unlikely

29 State of mind of the searcher Keyword Bid: Internet Marketing Keyword Searched: Internet Marketing Video Ad Displayed: Internet Marketing Kit (includes videos and whitepaper) Landing Page: Internet Marketing Kit Results: >1% CTR and >15% Conversion

30 Everything Works Together Small, focused groups of words More phrases than single words Use negative words (e.g., - free ) Consider using Phrase Match or Exact Match Focused, specific ads that fit with keywords Test dynamic keyword insertion Focused, specific landing pages that fit with ads

31 State of mind of the searcher

32 State of mind of the searcher

33 Everything Works Together

34 Low ROI Break It Down & Get Specific Bid on a few very high volume words using generic ads and send traffic to your homepage High ROI More Ad Groups More keywords, but broken into lots of small groups of keywords More targeted ads, with offer and language More landing pages, targeted toward the keywords, ads and offer

35 Thank You! Learn more about HubSpot: Become a Fan: Mike Volpe VP Inbound Marketing

36 HubSpot Inbound Marketing System

37 Inbound Marketing System Content SEO Management Blogs Landing Pages Social Media Lead Intelligence CRM

38 Getting Found: On-Page SEO Keyword Grader Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google Identify critical long tail words (high conversion rates, low competition) Monitor your rank against competitors for each keyword/phrase Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements

39 Getting Found: Off-Page SEO Link Grader Identify opportunities to generate more return from your existing links Monitor your live inbound links and which inbound links are producing the most value for you Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of

40 Getting Found: SEO for Your Whole Site Page Grader Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked keywords, links) Automatically recommend improvements to optimize each page of your site

41 Getting Found: Blogosphere Blogging Enable easy, natural process to consistently update content on your site, achieve more frequent search engine crawls, and improve authority Develop an audience of and RSS subscribers Attract more inbound links ( link bait ) Write keyword rich content to attract more high conversion rate traffic

42 Track Your Competitors

43 Lead Intelligence Track the full path of all of your leads through your web site Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, information submitted via web forms created) Increase close rate through improved lead quality

44 Making Better Marketing Decisions Analytics Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities iti so you can optimize i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business

45 Actionable Marketing Insights HubFeed HubFeed watches your Internet marketing efforts and delivers highlights and actionable insights based on your data

46 HubSpot Methodology and Consulting Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and methodologies Consulting sessions focus on these topics based on the specific needs of the client

47 HubSpot Training Materials and Resources

48 Thank You! Learn more about HubSpot: Become a Fan: Mike Volpe VP Inbound Marketing

VP Inbound Marketing HubSpot. Twitter: @mvolpe

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